This compact audio primer describes every conceivable aspect of marketing. The author condenses a diverse and technical body of knowledge into 25 key principles that sound practical in spite of their complexity. And, if you can imagine this, his writing is also chatty and personal, a style that keeps your attention during what could be a dry and academic presentation. In this regard, the reading by Grover Gardner is also a huge plus because his ironic tone and grasp of the material create a personality that is interesting in itself. This is an integrated and solid view of the field that every marketing professional or wannabe ought to hear.